Editor-in-Chief | Zhang Kehuan
Edit | Zhang Li
Author | Steamy Jun
Reports from The GreatAuto
Recently, we learned from FAW Toyota that its new SUV model, the Corolla Release, will be launched on January 20. It's only been two months since FAW Toyota last brought a new SUV.
In fact, the past one or two years have been a big year for FAW Toyota's products. Whether it is the Asian Dragon, the Asiatic Lion, or the new RAV4 Rongfang, Crown Land Release, Lingfang, FAW Toyota has brought many surprises to the market.
Why did FAW Toyota, which has always been considered to be a prudent person, suddenly become extremely aggressive?
Especially in the field of SUVs, FAW Toyota relies on the TNGA architecture to improve its SUV product line. From the small SUV Yize, to the compact SUV RAV4 Rongfang, to the medium-sized SUV Lingfang and the mid-sized SUV Crown Land Release. FAW Toyota is almost pervasive in the SUV field.
At this time, is it necessary for FAW Toyota to launch another SUV?
Differentiate internally and make up for shortcomings externally
FAW Toyota has always acted steadily and never done anything that is not certain.
Suddenly becoming radical in product launch, is it FAW Toyota that has changed its strategy? The real situation may not be so simple.
Looking back at faw Toyota's development process over the years, from zero to now has more than 9 million user base disks; from the initial only one model Vios, to now has a perfect product layout. FAW Toyota's current glory, stability is the foundation.
Looking at the many models brought by FAW Toyota, it seems that there is no one that cannot be played in the market. The small car Vios is still emerging in the market segment, facing strong competitors such as Fit and Polo, and still has good sales. The compact SUV RAV4 is still the leader in the same class, and continues to lead the same level market with word of mouth and quality. The Sai Na, which was listed not long ago, is even more difficult to find, and the heat continues to rise.
This also makes us believe that FAW Toyota's launch of the Corolla Relex must be a well-thought-out decision.
In fact, the launch of Corolla Sharp Release can not only differentiate internally, but also make up for shortcomings externally.
On the one hand, the Corolla Rebahn is positioned as a compact SUV that is slightly larger than the Yi ze and smaller than the RAV4 Rongfang. From its size, it is not difficult to find that even if the Corolla Resery and the RAV4 Rongfang belong to the same compact SUV, there is a clear difference between the two, and the consumer groups faced are also different.
The Corolla sharp is actually closer to the Yi ze in terms of size, but there is no equivalence between the two models.
As a small SUV launched by FAW Toyota, Yize's design was once considered to be too strong in personalization. This actually reflects Yize's avant-garde design, making it the most personalized model under FAW Toyota.
Further, the user group that Yize faces is a group of young people who are willing to show themselves. They may just be single, or they may still be in love. Their focus is not on practicality, but on personalization and youthfulness.
The Corolla Rebahn is different, an SUV that meets the needs of most families. This can be seen not only from the larger space than Yi Ze, but also from its more aesthetic shape.
Refining in the market segment, the Corolla Rebbe reflects the difference from other models under the brand.
On the other hand, this segment has always been the domain of Honda and Nissan. XR-V/Binzhi, Qashqa and other models sell tens of thousands of households every month, which shows the popularity of this market segment. The arrival of the Corolla Relex has made up for the gap in the market of FAW Toyota in the entry-level compact SUV market.
Can Corolla Reifang play in the end?
The market never believes in tears, and only the strong can stand firm in the bloody competition.
As a new model of FAW Toyota, Corolla Release does not have the advantage of priority over XR-V/Binzhi and Qashqai. On the contrary, as a latecomer, it is obviously very difficult to stand out from the crowd of strong enemies.
However, as mentioned above, every time FAW Toyota launches a model, it has undergone market insight and fully analyzed the market demand. So, what are the advantages of Corolla Reserpine that makes consumers pay?
The steadiness of the act is further reflected here in the Carolina Reifang.
First of all, in terms of product naming, FAW Toyota can make the Corolla sharp and deeply rooted in the hearts of the people. After all, its Chinese name covers Corolla, which is itself a way to attract traffic.
We all know that the Corolla is one of the most successful cars. Globally, the Corolla is also one of the best-selling models and is loved by users around the world. In China, with its high quality and good reputation, Corolla has long been at the forefront of domestic car sales, with millions of users.
Starting with the naming, giving the new car a Corolla aura can largely deepen consumers' good feelings about this new car. However, naming is only in line with the marketing level, but the real need for consumers to pay for it lies in the product itself.
In fact, as with the name, the Corolla Rebbe is based on the overseas version of Corolla Cross. The Corolla Cross, an extension of the Corolla sedan, is part of the Corolla family. They are all based on the TNGA-C platform and can be said to be another form of The Corolla sedan.
In other words, you can think of the Corolla Replay as an SUV version of a Corolla sedan. Based on the excellent flexibility and versatility of the TNGA architecture, the Corolla sharp focuses on quality and continues the advantages of the Corolla sedan. Reliable, durable, fuel-efficient and worry-free will also become the advantages of Corolla Reserpine compared to its peers.
However, in order to meet the needs of users as much as possible, Corolla Reifang also continued the design of a higher level OF RAV4 Rongfang, which further deepened consumers' good feelings for new cars. Not only that, under the blessing of the inherent control and security of the TNGA architecture, the advantages of Corolla Reserpin have been further reflected.
For example, in terms of handling, corolla replays, like other TNGA architecture models, have the advantage of low center of gravity, in exchange for the maneuverability that the same level of SUV models cannot have, to a certain extent, to meet the needs of young users for driving control.
Not only that, the Corolla Relex is also equipped with Toyota's latest 2.0L naturally aspirated engine, with a maximum power of 126kW, matching the simulated 10-speed CVT transmission, and the performance is both smooth and energy-saving. In addition, the new car is expected to provide a hybrid version of THS in the future to further meet the diverse needs of users.
In terms of safety, Corolla Rebahn is equipped with Toyota's new generation of TSS intelligent safety system, covering full-speed adaptive cruise, navigation and road information display, lane departure warning system, lane keeping assist system, active braking and other driving assistance functions, so that the entry-level compact SUV can also enjoy high safety.
In addition, Corolla Respin also caters to the trend of rejuvenation and consumption upgrading, providing many intelligent configurations such as speech recognition, Internet of Vehicles, OTA, etc., and is also equipped with PM2.5 filtering device, panoramic sunroof, four-door one-key lift, keyless entry/start, rear exhaust air outlet and other configurations.
Write at the end
With the blessing of Corolla's aura and relying on the advantages of the TNGA architecture, Corolla Ruifang can be described as "born with a golden key". This gives it the ability to compete against strong opponents in its class. What's more, the Corolla Rebbe is different from any previous SUV model of FAW Toyota, playing a differentiation and avoiding internal competition.
Do not fight the war without preparation, Corolla Sharp release listing, change the market segment pattern or will become a foregone conclusion.
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